Luke Littler is not the only person to financially benefit from his rise to sporting superstardom in the last year.
The seventeen-year-old sensation first made headlines last year when he finished runner-up at the World Darts Championship.
And the youngster, nicknamed Luke the Nuke, went one better on Friday night as he triumphed against Michael van Gerwen to become the youngest ever winner of the tournament and net a £500,000 prize.
His journey to World Championship glory has seen Littler become a sporting celebrity, a transformation which his sponsors have been delighted with.
Arrows manufacturer Target Darts, who have supported Littler since he was 12, say their turnover has ‘doubled in the last year’ thanks to the teenager’s success.
Owner Gary Plummer said the upturn in sales had been ‘remarkable’, as major retailers were said to be falling over themselves to buy darts, boards and tops with the Littler brand slapped on them.
Speaking to BBC Radio Four’s Today programme, Mr Plummer said: ‘It’s changed massively because of him. We are in toy shops. Smyths Toy Superstores saw the potential in Luke Littler really early on and they bought straight into him.
‘There are so many young kids coming onto our sites looking for darts and looking for Luke Littler things.’
Littler won the World Darts Championship as he overcame Michael van Gerwen in the final
Target Darts owner Gary Plummer (pictured with Littler) said the upturn in sales had been ‘remarkable’
Major retailers are said to be falling over themselves to buy darts, boards and tops with the Littler brand slapped on them (pictured: The Target’s G1 Swiss Point gold Prodigy version, priced at £129.95 on the company’s website)
Littler fans can purchase the Target’s G1 Swiss Point darts, which are regularly used by the Nuke at the Oche, for £99.95 on the Target website and for the same price on Amazon.
For those looking to step up their game, the G1s also come in the snazzy gold Prodigy version, priced at £129.95.
A more affordable Luke Littler Loadout 90 per cent Tungsten darts can be picked up on Amazon for £45.90.
Darts-lovers can also pick up a Target Darts Luke Littler Cabinet and Dartboard Set, priced at £59.99 on Amazon, or his iconic purple shirt for £39.95.
‘Our turnover has doubled in the last year and it has been remarkable,’ Mr Plummer said.
‘It has opened so many new doors. We are in B&M because of him. Who would have thought that? He has brought a whole new generation of young customers to us.’
Littler has also benefitted from the Target sponsorship deal, with Mr Plummer having to pay out £15,000 in win bonuses to the arrows thrower last year for his success on the Darts Premier League and European tour.
The Target boss explained: ‘He used to text me saying “more bonuses Gary” when he used to win. Most players on our books get a couple hundred quid a year, in the last year we have paid him £15,000 because he was winning so much.
It is anticipated that Littler will have earned around £1million in 2024 and it is estimated that he could receive £20million in prize money over the next decade
Littler has also benefitted from the Target sponsorship deal, with Mr Plummer (left) having to pay out £15,000 in win bonuses to the arrows thrower last year for his success on the Darts Premier League and European tour
Darts-lovers can also pick up a Target Darts Luke Littler Cabinet and Dartboard Set, priced at £59.99 on Amazon
Luke the Nuke’s iconic purple shirt is also available for £39.95
‘I went to the youth world championships and I had seen him playing there and his father came up to me and asked if I would sponsor him. I thought he was a bit older and then he told me he was 12. We have been with him ever since.’
Littler has already established himself as one of the most high-profile sports stars in England and his popularity will now only continue to grow.
After beating Van Gerwen, Littler secured a £500,000 cash prize and is tipped to add considerably to his earnings in the years to come.
Sports finance expert Dr Rob Wilson believes that Littler could earn £100million over the next ten years.
It is anticipated that Littler will have earned around £1million in 2024 and it is estimated that he could receive £20million in prize money over the next decade.
Further income could follow if Littler provides an insight into his private life via a documentary and if he signs further sponsorship deals.
Dr Rob Wilson, speaking to LuckyBlock, said: ‘The 17-year-old darts sensation backed up his 2024 World Darts 2nd place by going on to win ten senior PDC titles. With prize money and sponsorship he’ll have amassed around £1m in the calendar year.
‘Littler’s earnings should be extrapolated like compound interest. As each year passes his prize money will increase year on year, as will his endorsement activity as his profile grows.
‘He should comfortably earn £20m in prize money over the next 10 years.
‘Add to that sponsorship, the inevitable ‘at home with the Littlers’ documentary that will follow and other revenue streams and his career earnings could easily hit £100m.
‘In sport no one has seen this sort of meteoric profile and earnings explosion. The likes of Ronaldo, Messi and Beckham have all exceeded these numbers, but that came later in their careers. Littler is unique.’